Rockstar Energy
 | |
 Rockstar Energy can as of 2023 | |
| Product type | Energy drink |
|---|---|
| Owner | Celsius Holdings (US, Canada) PepsiCo (international) |
| Country | United States |
| Introduced | 2001 |
| Website | rockstarenergy.com |
Rockstar Energy (stylized as ROCKST★R or ЯR) is a brand of energy drinks created in 2001.[1] It had a 10% market share of the global energy drink market in 2020, the third-highest after Red Bull and Monster Energy.[2] In 2020, the Rockstar brand and company were purchased by PepsiCo; in 2025, Celsius Holdings acquired the brand in the US and Canada. Rockstar is based in Los Angeles, California.
History
[edit]Rockstar was founded in 2001 by Russell Weiner.[1] Rockstar sought to differentiate itself from the market leader, Red Bull, by using a 16 US fluid ounces (470 ml) can size as opposed to Red Bull's 8 US fluid ounces (240 ml) can, and drawing attention to this fact with the slogan "twice the size of Red Bull for the same price".[3]
In 2007, production and distribution for the United Kingdom and Republic of Ireland was franchised to Irn Bru owners A.G. Barr.[4] This contract was terminated in 2020, following the acquisition by PepsiCo.[5]
By 2007, Rockstar was one of the top three energy drink brands in North America, with a 155% growth in sales in 2004,[6] reaching $48 million,[7] and had sold over a billion cans.[8] It had 14% of the US energy drink market in 2008,[9] and as of 2009 was available in over 20 countries. Rockstar switched distributors from the Coca-Cola Company to PepsiCo in the summer of 2009.[10]
In 2009 a guest blogger on the LGBTQ site The Bilerico Project called for a boycott against Rockstar because the company's founder and then-CEO, Russell Weiner, is the son of right-wing radio personality Michael Savage and because its then-CFO, Janet Weiner, was Savage's wife and CFO of his production company. Savage has made extremely vicious comments against gay and trans people.[11][12][13] In response to the call for a boycott, Rockstar Energy initially threatened a lawsuit, but later dropped the lawsuit, donated to LGBT organizations, and improved its workplace LGBT inclusion policies. Janet Weiner stepped down from her role as CFO of Savage Productions.[13]
In 2020, PepsiCo acquired Rockstar Energy for $3.85 billion.[14][15]
In 2021, PepsiCo altered the flavor of the "Original" version and can styling underwent a re-design as part of a new marketing campaign that targeted a broader range of consumers.[16][17] Rockstar redesigned its packaging in 2024 away from typical industry conventions and shifted to smaller logos, fewer illustrations, and more solid colors.[18]
In 2025, Celsius Holdings purchased the US and Canada rights for Rockstar Energy from PepsiCo, with the latter still owning the brand internationally.[19] PepsiCo will continue to distribute Celsius products, including Rockstar Energy.
Rockstar is based in Los Angeles, California.[20]